Q 3
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This document discusses strategies for achieving excellence in service marketing. It outlines objectives of rewarding customer loyalty, increasing customer satisfaction, and improving access and awareness. It then provides recommendations in each area, including building a customer database to reward loyalty, gathering testimonials to increase satisfaction, conducting customer feedback surveys, using theme-based merchandising and social media to improve awareness, and online marketing strategies. The overall goal is to understand customers better and provide excellent service.
Q 3
- 1. Designing and Managing Services How can we achieve excellence in Services Marketing?
- 2. Service Marketing Key Objectives: • Reward Customer Loyalty • Increase Customer Satisfaction • Increase Access & Awareness
- 3. Service Marketing Rewarding Customer Loyalty Increasing Customer Satisfaction Improving Access & Awareness
- 4. Reward Customer Loyalty • Reward Customer Loyalty by building an active database and making them feel special • Breaking customers into regular & special • All :Email Greetings during Festivals, New Year , Clinic’s Anniversary • Regular : Email Birthday & Anniversary Wishes • Special : Small pack of specially wrapped chocolates during B’day • Reward Customer Loyalty by improving services and introducing new services/products • This will be done by profiling customers and understanding them better
- 5. Reward Customer Loyalty • Reward Special customers by invites to specific events • Every Last Saturday/Sunday booked for a small session in improving awareness of dental health & advancement in dental technology • Mobilizing the patient community for a social cause and encouraging their participation ‘Bring your maid or her children for subsidized treatment’ • % of Fees Devoted to a Social Cause based on 2-3 causes supported by clinic like CRY
- 6. Memorabilia Ideas • Typical stuff like Mugs, Pads • Book on Quotes, Calendar with Quote of the Month • Special type of tooth brush
- 7. Service Marketing Rewarding Customer Loyalty Increasing Customer Satisfaction Improving Access & Awareness
- 8. Increasing Customer Satisfaction by Testimonials • The Clinic doctor/executives should engage with guests, get testimonials • Get Testimonials & Put them up • Sharing with him/her a reference or a testimonial from an old satisfied customer is a great way of putting all his doubts to rest • Testimonial Wall • Small booklet on dental health along with the mandatory personalized checkup by Dr. Dinesh
- 9. Improving Customer Satisfaction by Improving People Capability • Best Practice Highlights • Customer Service Standards • Standard Phrases • Functional Standards • Telephone Etiquette • Standards Phrases • Call handling • Personal Grooming Standards • Dress Code • Personal Hygiene • Creating Scripts • Review Purpose • Identify Situations • Involve Staff • Fine Tune • Performer of the Month, Feedback of the Month
- 10. Improving Customer Satisfaction by Measuring Customer Feedback • How well do you know your customers? • Feedback Programme • Satisfaction with service • Residential and income profile • Kids & their names, Occupation • Daughter named Erica • What percentage of your business is new vs. repeat? • instruct your serves to at least ask the very simple question, Have you been here before? • Have you recommended to someone? • How often do existing customers return, visit patterns
- 11. Service Marketing Rewarding Customer Loyalty Increasing Customer Satisfaction Improving Access & Awareness
- 12. Increasing Customer Awareness by Theme Based Merchandizing • To improve awareness of existing customers through effective internal merchandizing (posters, flyers, tent- cards) focusing on a specific theme every month • Merchandizing should carry a specific campaign/theme • Merchandising should be inviting and encourage interest. • Posters - Should always highlight the campaign • Flyers sharing information on the various services offered i.e. will be placed at the counter of the Clinic for all customers to pick up • Small Engaging Quizzes & Riddles can be developed
- 13. Increase Customer Awareness by Online Social Media • Need to actively look at social media • Need information which can be keyed by the data entry person • Information processed by us and updated on various social forums by the data entry person • Start an active blog on dental care • Facebook page for the Clinic. Used as an updating and enriching medium for existing/prospective customers • Videos of machines and doctor presentation on Youtube, with the patient’s permission
- 14. Increase Customer Awareness by Online Marketing • Using Search Engine Marketing focusing on all related keywords for person looking at say ‘ Dental Clinic in Saket,Delhi’ • Register details on information portals like www.Justdial.com & Yellow pages • Quickr • Sulekha Classified • Register Clinic on any medical organization website that provides details/contacts related to specific medical requirements • Healthcheck.in • Establish differentiation from competition by recreating Clinic online and facilitating community development • Quality of website is indeed an indicator of the level of service they can expect • Showcase Clinic.